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For the past seven years, LATINA Style Magazine has published the results of its LATINA
Style 50 survey to determine the
top 50 companies for Latinas to work for in the United States. With this year’s survey, whose results were included in the previous
issue of LATINA Style, we have launched a corollary project. In this and each subsequent issue of the magazine, based on the same survey
information retrieved for the LATINA Style 50, we will select 10 companies from the top 50 in various categories, beginning with the
companies that have the largest percentage of Latina executives.
It is important for companies to maintain workforce diversity
at all levels, and that is what these 10 companies are committed
to doing. Says Alexandra Villoch, the director of retail
advertising at The Miami Herald Publishing Company (KnightRidder),
“Our company has complete and total commitment to diversity
at every level — and it is not just “talk.” It begins with
a deep understanding of the diversity of the community we
serve.”
The
top 10 companies are not just fulfilling quotas. “The company’s
commitment to workforce and management diversity has been
constant and steadfast, not just a ‘flavor-of-the-month’
activity,” says Angie Wiskocil, senior vice president of
network services at SBC Communications.
Diversity
is important not just in minority representation but in
the opportunity it provides for various opinions and worldviews
to join the table. “There [is] great value placed on … not
only ethnic and racial diversity, but diversity of thought,”
says Marti Buscaglia, the president and publisher of the
Duluth New Tribune (KnightRidder).
Because
of their commitment to diversity at all levels, and to providing
opportunities and support to all of their employees, these
companies have instituted programs and networks to encourage
Latinas and other employees to climb the ranks and expand
their skills. “Lucent Technologies has provided me with
a strong support structure at different levels of the organization,”
says Pena. “Through this network I am able to get coaching
and direction as I consider different career opportunities.”
Companies
place a high value on the dual-language skills that many
Latinas possess, as well as on their cultural differences.
Says Buscaglia, “Your very actions, reactions and style
will be different simply because of the culture in which
you were raised.”
Companies
know that they can use these things to their advantage.
“I have held a variety of positions where my language and
cultural kills were leveraged in the marketplace for business
success,” says Pena. According to Wiskocil, her promotion
to vice president was in large part due to her Spanish language
skills.
In spite
of the support and encouragement Latinas have received at
these companies, it has by no means been an easy road to
the top. Latina executives emphasize the necessity for Latinas
and other minorities to work just as hard as their coworkers.
“Being Hispanic or a woman is no excuse for anything less
than excellence,” says Villoch. “There is no tradeoff with
regard to performance.”
In fact,
sometimes it is necessary for Latinas to work even harder.
“We must continually prove ourselves and demonstrate that
we belong in the highest ranks of the corporation,” say
Pena.
Explains
Buscaglia, “I think women in general still lag far behind
in pay and opportunity throughout corporate America. Being
Hispanic only makes it worse. I also don’t believe in tokenism.
You have to be the best that you can be and earn your place.”
No matter
what challenges one comes up against in her career, it is
her responsibility to confront and overcome them. They will
not go away on their own. Says Norma Martinez Lozano, the
president of diversified business at SBC Communications,
“As Hispanic women, we should be ready to meet opportunities
and challenges with open arms. Look at every challenge as
an opportunity to make a positive difference.”
Another
way to make a positive difference, and one that Latinas
at all levels seem to place a high value on, is mentoring.
Having a mentor is something that all employees, from the
bottom to the top of the ladder, can benefit from. In turn,
Latinas emphasize the importance of giving back and serving
as mentors themselves. Says Villoch, “Most of all, remember
to coach and mentor those that are coming behind you as
you rise up.”
Adds
Lozano, “As you progress in your career, make sure to leave
the door open so others can come along with you. There is
one standard that is very important — always remember where
you came from.”
Bold face indicates that a company was profiled in the LS50 Issue as one of the top
13 companies.
by Rebecca Corvino with Diana Rosado
[This article has been edited for www.latinastyle.com.
For the full version, check out the 2004 September/October issue of LATINA Style.]
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